If I were a client today (Prelude: A client, their agency and the Internet)
This is Wario. He belongs to Nintendo.
Good morning, hello. How are you all, well I hope? Good. Now I know I’m supposed to be in my autumn break but I heard a story over the weekend that made me very sad. It made me sad and very angry. I can’t really go into any details but it’s a story about a client, their agency and the Internet.
Some of you may know that I used to be a client. I used to look after online things for a rather large company that make games and consoles. I loved that company then and I love them still. And the story I heard reminded me of my time as a client all those years ago – which is why the story makes me so very sad and angry.
What I find so sad about this story is that it basically proves that nothing has changed at all. It proves that most agencies pay lip service to all things “digital” and it proves that they simply don’t understand the potential that the Internet can offer. It also means that they’re not doing their job properly.
So, over the course of the next couple of days I’ll posting a series of posts called “if I were a client today”, based on a large Pan-European online project from back then and the way we look at and use the Internet today.
If one person, from one agency, learns anything from this stuff, I’ll be happy.
I’m back. I’m angry. Good day to you.
If you think that others might been interested in this would you be so kind as to Stumble it?
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Rob
I’ve said it before Marcus - too many agecnies talk about creating ‘active’ solutions but end up only doing things that reflect a ‘passive’ nature.
Without doubt I hold the agencies responsible but blame also can be thrown at the feet of clients who DEMAND ‘active’ solutions but then only approve the ‘passive’.
Nov 6th, 2007
Rob Mortimer
Its a big issue for many agencies it seems. I look forward to following the story…
Nov 6th, 2007
NP
About time Marcus, about time.
Nov 6th, 2007
fredrik sarnblad
I can’t wait for your next post.
Nov 6th, 2007
Marcus Brown
Rob - I can assure you, and you should be able to see this in the series that my former employer actively approved anything “active”. I was the one approving it.
Rob M - there are very few agencies for whom this is not an issue.
NP - I know, I’m sorry. But better late than never.
Fred - Patience is a virtue.
Nov 6th, 2007
Marcus Brown
Some of you may have noticed that I’ve deleted a couple of comments here. They were off topic and not particulary helpful.
Nov 6th, 2007
Michael
To me, it seems to be a kind of a “generation problem”: many agency AND client people are too old in their way of (intermedia-)thinking, that they come to creative and effective solutions.
Looking forward to the upcoming posts - could become one of the most exciting blog-discussions of the last months…
Nov 6th, 2007
Michael
should be “don’t come to creative and effective solutions” in my last comment
Nov 6th, 2007
katiechatfield
Grrr- that makes me grumpy too. I see a lot of great strategy and consumer experience design being sacrificed to ‘a great creative idea’ that follows neither brief nor business case.
Nov 7th, 2007
Rob @ Cynic
I don’t think it’s a generational problem other than corporations are now inherently risk adverse and only like to invest in areas that can demonstrate effectiveness.
Nov 7th, 2007
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